This winter is shaping up to be the most dynamic in recent years, according to Tripadvisor’s Winter Travel Index. Six in ten travelers plan to travel, while 45% say they will travel more this winter than last.
The index, based on a survey of 6,123 people from the U.S., U.K., Australia, Japan, India and France, shows that 83% are planning one to two winter getaways, while 54% are choosing an extended stay of five or more nights. While cost remains the main factor in decision-making, more than half of travelers (52%) plan to increase their travel spending this year.
A key element of this winter season is the demand for experiences. 93% consider activities an integral part of their vacation budget, while 84% prioritize planned activities during the trip.
Cultural exploration is at the top of preferences with a share of 38%, followed by nature excursions (37%), shopping (31%) and road trips (28%).
66% of travelers choose familiar destinations, while 34% seek new ones, highlighting a tendency for safety as well as adventure.
Globally, international destinations such as London, Bangkok, Cancun and Paris are at the top of winter choices. At the same time, new rising powers on the global map, in international travel, are Prague, Shanghai, Mecca and Nha Trang, which record a notable increase in demand and gain ground in travel searches.
The need for authentic, quality experiences clearly shapes the profile of this year’s winter traveler. The preference for experiences is also reflected in the types of activities that are very popular, from themed historical routes and cultural tours to impressive sights and adventure trips.
Significant differences are also recorded by generation. Younger travelers, Gen Z and Millennials, clearly prioritize activities, with percentages of 47% and 48% respectively, compared to 40% of Generation X and 32% of Boomers.
At the same time, younger travelers organize more demanding and complex trips, with one in three visiting three or more cities on their main winter getaway. In contrast, relaxation is a dominant priority for Boomers and Gen X (51%), while social interaction attracts Gen Z more, with 24% stating that they are looking for new acquaintances, a rate more than double that of Boomers (11%).
At the same time, the holiday season continues to be a major influence on travel choices, with 86% of travelers being influenced by the needs, traditions and atmosphere of the holidays. The need for meaningful experiences, family moments and trips that create memories largely determine this winter’s choices, as reflected in Tripadvisor data.
